OpenAI Revamps ChatGPT Shopping: Drops Failed Instant Checkout, Launches Agentic Commerce Protocol With Target, Sephora, Walmart Integration

OpenAI / CNBC / Retail Dive·low signal

OpenAI overhauled ChatGPT's shopping experience, abandoning its struggling 'Instant Checkout' feature in favor of visual product discovery powered by the Agentic Commerce Protocol (ACP). Target, Sephora, Nordstrom, Lowe's, Best Buy, Home Depot, and Wayfair have integrated ACP, while Walmart launched a full in-ChatGPT app with account linking, loyalty programs, and payments. Sephora's integration enables personalized beauty recommendations using customer data. Rolling out to all ChatGPT tiers this week — the pivot from checkout to discovery signals OpenAI's commerce ambitions met reality.